First, the street party will stretch over two days, with live music (and beer) on Saturday, and free brunch (and beer) on Sunday. The space on Ionia Avenue downtown will expand to accommodate more attendees (and beer); between 3,500 and 4,000 came to 2011’s inaugural event, and 6,000 are expected this year. The event moved from October to September when the weather is more cooperative. And 37 breweries from across Michigan are expected to fill mugs and steins, compared to nine Grand Rapids-based participants last year.

“After the success of last year, we wanted to bump it up, make it different, bigger and better,” said Shane Philipsen, event guru for Barfly Ventures. “The beer culture in Michigan is so interesting, and second to none.”

The Sunday brunch is a practical expansion on one hand, and a bonus for ticketholders on the other. The first 2,000 people who show up with their Saturday admission ticket will be able to dine from a free buffet. Of course, beer will be for sale to go along with the meal, which will help organizers clear out any remaining unfinished beer kegs.

“We wanted to expand, first of all,” Philipsen said. “But last year, we had nine breweries participating, which we thought was a lot, logistically speaking. There were some partial tanks (of beer) left, and we sold it at Hopcat. But with 35 breweries… we figured we could get rid of the partial kegs by selling on Sunday and offering free breakfast.

“We’re in the food biz too, not just the beer biz.”

Another upgrade to Hoptoberfest this year is the live music component. Last year, Chicago’s Lonnie Brooks led a lineup of blues acts. This year, expect different sounds and bigger names: Ivan Neville’s Dumpstaphunk will headline, supported by popular ‘90s funk/rock/punk/kitchen sink group Fishbone. Other performers include funk bands Sophistafunk and Funktion, reggae act The Ark Band and soul collective Otis.

“Last year, the blues bands just didn’t have enough energy, and didn’t really fit with the younger demographic in attendance,” Philipsen said. “There was a slight separation between the music and the beer. This lineup has funk and reggae and soul, which is a different vibe, and more upbeat.”

Downtown taproom and restaurant Hopcat, which features 48 different craft beers on tap and is routinely considered one of the best beer bars in the country, will again serve as the Hoptoberfest hub. Hopcat is owned by Grand Rapids businessman Mark Sellers, whose Barfly Ventures also includes Stella’s Lounge, McFadden’s Restaurant and Saloon and The Viceroy. Sellers also acquired the rights to the defunct Grand Rapids Brewing Co., and plans to open its new location this autumn.

With the craft-beer industry in Michigan growing in popularity, events such as Hoptoberfest are becoming more common. They give drinkers and brewers a venue to come together and support a swelling community that’s less about competition and more about appreciation.

“Beer drinkers in the state of Michigan are so loyal to Michigan beer,” Philipsen said. “A lot of people will travel outside the state and if there’s a Michigan beer on tap, they’ll drink that first.

“The culture is so strong. There is a little competitiveness there (among breweries), but they all know and respect each other. They are artists in their own way.”